Australia – Financial services company Commonwealth Bank in Australia (CommBank) has launched a bank-wide campaign called ‘CommBank Next Chapter Commitment’, aimed at ending financial abuse.
The campaign, which was created in partnership with marketing agency M&C Saatchi Sydney, seeks to raise awareness and show Aussies that help is out there. The commitment will provide tools, advice, and access to support services to assist people impacted recover from financial abuse.
Moreover, CommBank has also partnered with Good Shepherd, a financial inclusion products and services firm, to create the Financial Independence Hub (FIH), which will allow people, who were previously impacted by financial abuse, to have access to a free specialist one-on-one financial coaching program, helping them get back on their feet, with referrals to support services, and where appropriate access to solutions like interest-free loans.
CommBank has also enlisted former frontwoman of Australian band The Preatures, Isabella Manfredi, who lent her voice to the Next Chapter Commitment, as a poignant reminder that recovery is possible and that help is out there.
Mandie van der Merwe, M&C Saatchi Sydney’s executive creative director, shared that CommBank has systems in place to help people recover from financial abuse, but people weren’t aware of this.
“The focus of the ‘Next Chapter Commitment’ is to illuminate to all Australians about this support, regardless of who they bank with, and also bring to light this hidden epidemic of financial abuse. It is inspiring to be working with a client that has made such a firm and ongoing commitment to address this huge societal issue,” she said.
Meanwhile, Dianne Everett, Commonwealth Bank’s general manager of brand, sponsorship, and social, shared that a purpose-led goal needs purpose-led partnerships and they have been partnered by a team at M&C Saatchi that have cared as much about creating pathways to financial independence as they do, and they have stretched themselves to deliver much more than an advertising campaign.
“We want to help create a future that is free of financial abuse, and we’re incredibly proud to work with Isabella to bring this important message to life, while at the same time doing our part in supporting homegrown artists,” said Everett.
This campaign will invite five million CommBank customers to support the ‘Next Chapter Commitment’, joining the bank to help end financial abuse. In addition, CommBank’s social channels will be used to educate the public about financial abuse, giving the next generation the tools and information to help prevent it.
